Empowering Web3 Growth Campaigns with Masa Analytics — A QuickSwap Case Study
Unraveling the Data Complexities of Web3 Marketing
Introduction
In the complex-world of web3 marketing and growth, one of the most formidable challenges is understanding user activity, funnel performance, and measuring campaign performance effectively. Web3 builders, despite their innovative strides, often find themselves navigating the murky waters of user acquisition and retention, especially in a bear market where every user’s action is crucial.
Acquiring and maintaining a highly-engaged active user base is more challenging than ever. Traditional methods like airdrops have lost their luster amidst issues with bot farmers and diminishing efficacy. Many projects spend thousands to millions of dollars on marketing campaigns, but are still unable to identify where their most valuable users come from, measure their campaign and product funnels end-to-end, and identify exactly where they can optimize their growth and retention.
Case Study: Masa x QuickSwap
Recently, through an introduction from Polygon, we connected with the web3 pioneers building QuickSwap, one of the top layer 2 DEXs with almost 60 billion in gross trading volume! QuickSwap offers immense value to web3 explorers and DeFi degens by providing low-cost, high-speed trading opportunities through an easy to navigate interface across many chains. Since their launch they have experienced tremendous organic growth and are one of the top 10 DEXs globally.
The team behind QuickSwap is experienced and data-driven with a proven track record of success. They recognized that builders in web3 are often “flying blind,” with no concrete insights into which channels are driving traffic or where users are dropping off in the funnel throughout the campaign.
Web3 projects are generally hindered by fragmented data sources that jump between web2 front-end events, such as website visits, sign-ons and clicks, and web3 back-end events, such as on-chain transactions, wallet connections, and mints. Additionally, tracking the full picture of campaign performance can be complex, involve many tools, and require lots of manual work. This lack of clarity impairs one’s ability to understand their user’s journey, optimize campaigns for high-value, recurring users, and differentiate between genuine unique user activities and bot farmers.
QuickSwap had a jam-packed marketing and campaign calendar, announcing exciting partnerships with some of the top brands and chains in web3, such as NEAR Protocol, Polygon, Crypto.com and OKX. Recognizing the challenges with measuring marketing efforts effectively they set out to find the perfect partner to help them ensure success.
Working with the Masa team has been an incredibly seamless and valuable experience. QuickSwap has integrated their Web3 analytical technology to help provide valuable insights on several campaigns, giving a much more in-depth analysis of participating users and actionable insights. Roc Zacharias, Co-Founder, QuickSwap
Enter Masa — The Intelligent Growth Engine
As a result, QuickSwap chose to partner with Masa who offers a comprehensive analytics solution designed for effective, data-driven decisions without compromising user privacy. With Masa, insights aren’t just numbers — they’re actionable data points to refine and enhance campaign and growth strategies effectively.
Actionable Insights & Learnings
Masa’s impact is tangible, providing an anonymized yet comprehensive analysis of:
- Campaign funnel analytics: Offering insights on unique users, their engagement levels, and conversion rate. Excitedly, the QuickSwap team learned that ~29% of users who engaged with one of their pilot campaigns connected their wallets and explored QuickSwap on a new chain!
- Wallet breakdown: QuickSwap team was able to glean the % type of each wallet users connected to their campaigns — revealing that % of users using different wallet types: MetaMask, OKX, Coinbase Wallet, and more.
- Overall user insights: Segmenting users based on activity, asset value, and recurrence, enabling targeted strategy formulation. As part of their pilot campaigns utilizing Masa, the QuickSwap team was able to identify a partner-growth campaign where new wallets swapped ~300% more in gross volumes as compared to comparable wallets that were on-boarded to Quickswap through other channels.
- User participation analytics: distinguishing genuine user participation from bot activity, thereby ensuring data integrity. Via Masa insights, QuickSwap was able to ensure that they could reward REAL community members rather than bot farmers looking to manipulate the campaign parameters for personal benefit.
Future Steps with Quickswap
Armed with actionable insights and having established their baseline data, we’re excited for the on-going collaboration with Quickswap. In this next chapter, QuickSwap aims for continuous real-time campaign iteration to reduce costs and amplify value capture, leveraging Masa Analytics and Masa Growth products.
Key objectives include:
- Identifying growth components and levers for enhanced user engagement.
- Establishing clear customer personas to tailor strategies effectively.
- Utilizing data insights to attract and retain high-value users.
Conclusion
In the dynamic world of web3, where analytics and data-driven insights have been a daunting task, Masa stands as a lighthouse of clarity, insights, and effective campaign optimization.
As we venture deeper into this collaboration, the focus sharpens on supporting QuickSwap to master the intricate dance of user acquisition, retention, and engagement in the web3 space. Giving them the power to not only optimize existing campaigns, but launch new high-performing campaigns with partners based on these learning.
Embark on this journey with us, where data isn’t just about numbers but a tool for empowerment, learning, and transforming the web3 marketing landscape — one informed decision at a time.
Explore Masa Analytics
Are you ready to transform your web3 campaign strategy with actionable insights and seamless integrations? Join us at Masa, where we turn data into your most powerful ally in the web3 revolution. Connect with us here to begin your journey towards data-driven success!
Empower your web3 journey with Masa — where insights meet action, and challenges turn into opportunities.
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